茶叶企业电子商务经营效率及其影响因素分析

Efficiency Analysis of E-commerce Management and Its Influencing Factors in Tea Enterprises

运用DEA-tobit模型测算了茶叶企业开展电子商务的经营效率及其影响因素。研究结果表明,当前我国茶叶企业电子商务经营综合效率均值为0.518,仍有48.2%的提升空间。实证结果显示,自建团队、产品复购率、促销方式种类、平台内外的推广方式、企业品牌认知度对茶叶企业电子商务经营效率具有显著的正向影响,而企业开展电子商务的平台数对经营效率则有显著的负向影响;拥有明星爆品、价格水平、流通渠道数量、开展营销推广对茶叶企业电子商务经营效率影响不显著。

In this paper,the DEA-tobit model was used to calculate the efficiency of e-commerce management and its influencing factors in tea enterprises.The study showed that the averagely comprehensive efficiency of tea e-business was 51.8%in present China,with about 48.2%promotion space.The enterprise results showed that the private groups,repurchase rates,sale promotion methods,extension ways inside and outside the platforms,and enterprises’brand awareness had positive effects on the e-business of tea enterprises,but the number of e-commerce platforms in one company had a negative impact on the efficiency.The insignificant influences also included hot market commodities,price level,circulation channel numbers,market promotion activities and so on.